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World Scouting is the largest youth movement globally, with over 57 million young people and volunteers across 175 National Scout Organisations. From Sir David Attenborough to David Bowie, Neil Armstrong to Martin Luther King Jr, and political leaders to adventurers like Bear Grylls, Scouts have achieved incredible things. And for many people, the Purple badge is a symbol of the values of Scouting.

Our brand redesign for World Scouting included all aspects of the identity. Starting with the first update in over 50 years to the global Scouts badge that all Scouts receive when joining and the first logo exclusively for World Scouting.

The brand platform is built upon the central brand idea of ‘Shaping the Life you Lead’ and supported by the proposition of Equipping young people today, with the skills and values for a better tomorrow.

The design idea ‘woven through life’ bridges the gap between the new brand strategy and brand expression and has inspired a distinctive and agile design system of shapes, inspired by the original Scouts badge, and graphic stitches that create a rich tapestry of assets for all to use.

The new World Scouting brand identity establishes consistency across the globe but also allows for regional and local flex and nuances. It encourages discovery, play and celebrating the differences of the global community, capturing the spirit of Scouting, as well as the history.